PRAGMATIC-SEMANTIC FEATURES OF LINGUISTIC UNITS EXPRESSING GENDER CONTENT IN ENGLISH AND UZBEK MARKETING TEXTS

Abstract

This article examines the pragmatic and semantic features of linguistic units expressing gender content in English and Uzbek marketing texts. It focuses on how gender meanings are constructed and conveyed through lexical choices, stylistic devices, and communicative strategies in advertising discourse. The study highlights the role of cultural values, social norms, and gender stereotypes in shaping masculine and feminine representations within marketing communication. A comparative analysis of English and Uzbek advertising texts reveals differences in pragmatic orientation and semantic structuring of gender-related language, particularly in the ways persuasion and emotional appeal are achieved. The article also discusses how gender-marked linguistic units influence consumer perception and enhance the effectiveness of advertising messages. In addition, it considers the growing tendency toward the use of gender-neutral language in modern marketing practices. The findings contribute to the fields of pragmatics, semantics, gender linguistics, discourse analysis, and intercultural communication.